Coca-Cola are to withdraw from sponsoring the Football League at the end of the current campaign after failing to agree a new deal.
The soft drinks giants, who has been the title sponsor since 2004, are understood to have offered around £6million a year - the price of their current three-year agreement - which was not enough for the Football League.
The news comes hot on the heels of the Premier League's decision to turn down Barclays' £72million offer for the next three years and energy suppliers E.ON not renewing their FA Cup backing.
A joint statement by the Football League and Coca-Cola read: "Both the Football League and Coca-Cola Great Britain have valued their six-year relationship and both parties are committed to continuing discussions about an ongoing commercial partnership."
"The Football League would like to thank Coca-Cola for their support and continued commitment."
The League have also stated they are currently in "discussions with a number of companies about the title sponsorship opportunity", with E.ON believed to be one those in the running.